How did Cadbury Wispa use Market Sentinel?
In 2008, Cadbury noticed the growing demand for the return of its Wispa bar. They wanted to understand the conversation better, and came to Market Sentinel for help. We helped Cadbury understand the scale of this conversation, which was one of the first of its kind. They also wanted to know where it was taking place, and who in particular, was driving it. Market Sentinel used its online tracking technologies to answer these questions. We tracked the conversation across message boards, blogs and social networks to provide Cadbury with an overview of the campaign. Using our MarketInfluence tool, we identified the key influencers in the conversation about Wispa. Cadbury used out intelligence to contact these individuals and mine their ideas for creating a grass roots marketing campaign. Download the full case study on Wispa Avis: Showing ROI on Social Media “Avis wanted to target the business users market. This required us to differentiate leisure-oriented conversations from business-orie
